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Magazines - UK - June 2014

“Publishers need to address a level of unwillingness among consumers to pay for digital content and still be marketed to, a model that is largely ubiquitous in the print magazine market. Publishers need to make a choice between free, wholly ad-supported digital content, possibly in combination with an alternative revenue stream such as a paywall, and ad-free content for paid subscribers.”
– Harry Segal, Research Analyst

This report deals with the following issues:

  • Traditional print revenue models are ill suited to digital consumption
  • Digital publishers need to adopt a flexible CMS to meet consumer demands

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
              • Print magazine market volume has contracted 36% since 2009
                • Figure 1: Forecast volume of UK print magazines distributed, 2009-19
              • Market factors
                • Household tablet penetration jumped from 15% to 51% in two years
                  • Figure 2: Household ownership of computers and e-readers, April 2012-April 2014
                • Visits to food, beauty and fashion websites have increased 50%
                  • Figure 3: Index of total visits to select website categories using desktop/laptop computers, May 2011-April 2012
                • The consumer
                  • Magazine usage has increased, despite declining sales volumes
                    • Figure 4: Magazine formats read, April 2014
                  • Website downloads continue to trump newsstands or dedicated apps
                    • Figure 5: Digital channels used, April 2014
                  • Computers remain the most popular device used to read magazines
                    • Figure 6: Technology device used, April 2014
                  • Some 45% of digital magazine readers only read free titles
                    • Figure 7: Payment for digital magazines, April 2014
                  • Demand for alternative revenue models for digital content is high
                    • Figure 8: Attitudes towards digital payment models, April 2014
                  • Attitudes towards bespoke or enhanced digital content are mixed
                    • Figure 9: Attitudes towards digital magazines, April 2014
                  • Desire to disconnect provides support for declining print market
                    • Figure 10: Attitudes towards print magazines, April 2014
                  • What we think
                  • Issues and Insights

                      • Traditional print revenue models are ill suited to digital consumption
                        • The facts
                          • The implications
                            • Digital publishers need to adopt a flexible CMS to meet consumer demands
                              • The facts
                                • The implications
                                • Trend Application

                                    • Trend: Collective Intelligence
                                      • Trend: Influentials
                                        • Trend: Make it Mine
                                        • Market Drivers

                                          • Key points
                                            • Publishers expect print’s share of revenue to fall to just 53% in two years
                                              • Figure 11: Revenue profile of consumer magazine publishers, 2013 and two-year forecast
                                            • Household tablet penetration jumped from 15% to 51% in two years
                                              • Figure 12: Household ownership of computers and e-readers, April 2012-April 2014
                                            • Visits to food, beauty and fashion websites have increased 50%
                                              • Figure 13: Index of total visits to select website categories using desktop/laptop computers, May 2011-April 2012
                                            • e-book sales have boomed, despite consumer preference for print
                                              • Figure 14: UK consumer e-book market, 2008-13
                                            • Google Android is the UK’s most popular smartphone OS
                                              • Figure 15: Operating system installed on consumers’ smartphones, November 2013
                                          • Who's Innovating?

                                            • Key points
                                              • Google Consumer Surveys offer publishers an alternative to paywalls
                                                • Publishers use cutting-edge technology to create interactive print ads
                                                  • Condé Nast partners with Amazon to offer print + digital subscriptions
                                                    • New York Times launches tiered digital subscription packages
                                                    • Market Size and Forecast

                                                      • Key points
                                                        • Print magazine market volume has contracted 36% since 2009
                                                          • Figure 16: Forecast volume of UK print magazines distributed, 2009-19
                                                        • Print distribution is expected to contract a further 28% by 2019
                                                          • Figure 17: Forecast volume of UK print magazines distributed, 2009-19
                                                        • Forecast methodology
                                                        • Segment Performance

                                                          • Key points
                                                            • Women’s and home titles continued to dominate in 2013
                                                              • Figure 18: Estimated volume of UK magazines distributed, by genre, 2008-13
                                                            • Men’s titles outperform the market, but face the biggest threat from digital
                                                              • News/current affairs titles were the worst performing in 2013
                                                              • Brand Communication and Promotion

                                                                • Key points
                                                                  • Auto Trader tops adspend table, despite axing print edition
                                                                    • Figure 19: Top 20 magazine publishers, by advertising spend, 2010-13
                                                                  • TV accounted for half of all adspend in 2013
                                                                    • Figure 20: Advertising spend by magazine publishers, by media type, 2010-13
                                                                • Companies and Products

                                                                    • IPC Media Limited
                                                                      • Background
                                                                        • Financial performance
                                                                          • Figure 21: Financial performance of IPC Media Limited, 2011 and 2012
                                                                        • Bauer Media Group
                                                                          • Background
                                                                            • Financial performance
                                                                              • Figure 22: Financial performance of Bauer Consumer Media Limited, 2011 and 2012
                                                                            • Immediate Media Company Limited
                                                                              • Background
                                                                                • Financial performance
                                                                                  • Figure 23: Financial performance of Immediate Media Company Limited, 2012 and 2013
                                                                                • Hearst Magazines UK
                                                                                  • Background
                                                                                    • Financial performance
                                                                                      • Figure 24: Financial performance of The National Magazine Company Limited, 2011 and 2012
                                                                                    • Condé Nast International Limited
                                                                                      • Background
                                                                                        • Financial performance
                                                                                          • Figure 25: Financial performance of Condé Nast International Limited, 2011 and 2012
                                                                                        • Shortlist Media Limited
                                                                                          • Background
                                                                                            • Financial performance
                                                                                              • Figure 26: Financial performance of Shortlist Media Limited, 2011 and 2012
                                                                                          • Brand Research

                                                                                            • Women’s Magazines
                                                                                              • Brand map
                                                                                                  • Figure 27: Attitudes towards and usage of brands in the women’s magazine sector, March 2014
                                                                                                • Correspondence analysis
                                                                                                  • Brand attitudes
                                                                                                    • Figure 28: Attitudes, by women’s magazine brand, March 2014
                                                                                                  • Brand personality
                                                                                                    • Figure 29: Women’s magazine brand personality – macro image, March 2014
                                                                                                    • Figure 30: Women’s magazine brand personality – micro image, March 2014
                                                                                                  • Brand experience
                                                                                                    • Figure 31: Women’s magazine brand usage, March 2014
                                                                                                    • Figure 32: Satisfaction with various women’s magazine brands, March 2014
                                                                                                    • Figure 33: Consideration of women’s magazine brands, March 2014
                                                                                                    • Figure 34: Consumer perceptions of current women’s magazine brand performance, March 2014
                                                                                                  • Brand recommendation
                                                                                                    • Figure 35: Recommendation of selected women’s magazine brands, March 2014
                                                                                                  • Men’s Magazines
                                                                                                    • Brand map
                                                                                                        • Figure 36: Attitudes towards and usage of brands in the men’s magazine sector, March 2014
                                                                                                      • Correspondence analysis
                                                                                                        • Brand attitudes
                                                                                                          • Figure 37: Attitudes, by men’s magazines brand, March 2014
                                                                                                        • Brand personality
                                                                                                          • Figure 38: Men’s magazine brand personality – macro image, March 2014
                                                                                                          • Figure 39: Men’s magazine brand personality – micro image, March 2014
                                                                                                        • Brand experience
                                                                                                          • Figure 40: Men’s magazine brand usage, March 2014
                                                                                                          • Figure 41: Satisfaction with various men’s magazine brands, March 2014
                                                                                                          • Figure 42: Consideration of men’s magazine brands, March 2014
                                                                                                          • Figure 43: Consumer perceptions of current men’s magazine brand performance, March 2014
                                                                                                        • Brand recommendation
                                                                                                          • Figure 44: Recommendation of selected men’s magazine brands, March 2014
                                                                                                      • The Consumer – Magazine Usage

                                                                                                        • Key points
                                                                                                          • Magazine usage has increased, despite a declining market
                                                                                                            • Figure 45: Magazine formats read, April 2014
                                                                                                          • Digital growth lags behind increasing tablet penetration
                                                                                                            • Women favour print, while men are more likely to read digital formats
                                                                                                              • Figure 46: Magazine formats read, by gender, April 2014
                                                                                                            • Interest-specific and women’s genres continue to dominate usage
                                                                                                              • Figure 47: Magazine genres read, April 2014
                                                                                                            • Men favour interest-specific and news and current affairs titles
                                                                                                              • Figure 48: Magazine genres read, by gender, April 2014
                                                                                                            • Men’s titles have been most successful at shifting online
                                                                                                              • Figure 49: Magazine usage, April 2014
                                                                                                          • The Consumer – Digital Channels Used

                                                                                                            • Key points
                                                                                                              • Website downloads continue to trump newsstands or dedicated apps
                                                                                                                • Figure 50: Digital channels used, April 2014
                                                                                                              • Kindle magazines most popular among men, Londoners and higher earners
                                                                                                              • The Consumer – Technology Devices Used

                                                                                                                • Key points
                                                                                                                  • Computers remain the most popular device used to read magazines
                                                                                                                    • Figure 51: Technology device used, April 2014
                                                                                                                • The Consumer – Digital Magazine Payments

                                                                                                                  • Key points
                                                                                                                    • Some 45% of digital magazine readers only read free titles
                                                                                                                      • Figure 52: Payment for digital magazines, April 2014
                                                                                                                    • Continued weak economic conditions are impacting digital subscriptions
                                                                                                                      • Men are more likely than women to spend on digital magazines
                                                                                                                        • Amazon Kindle Magazine users are the most likely to pay to subscribe
                                                                                                                          • Apple Newsstand users are the most likely to say they buy single copies
                                                                                                                          • The Consumer – Attitudes towards Digital Payment Models

                                                                                                                            • Key points
                                                                                                                              • Demand for alternative revenue models for digital content is high
                                                                                                                                • Figure 53: Attitudes towards digital payment models, April 2014
                                                                                                                              • Survey walls provide a new, alternative revenue stream for publishers
                                                                                                                                • A third of digital readers would like free, wholly ad-supported content
                                                                                                                                  • Under-25s are the most receptive to unlocking through social sharing
                                                                                                                                    • Demand for micro transactions is highest among women’s genre readers
                                                                                                                                    • The Consumer – Attitudes towards Digital Magazines

                                                                                                                                      • Key points
                                                                                                                                        • Attitudes towards bespoke or enhanced digital content are mixed
                                                                                                                                          • Figure 54: Attitudes towards digital magazines, April 2014
                                                                                                                                        • Two thirds of digital readers discover content through social channels
                                                                                                                                        • The Consumer – Attitudes towards Print Magazines

                                                                                                                                          • Key points
                                                                                                                                            • Print magazine adverts are viewed as less intrusive
                                                                                                                                              • Figure 55: Attitudes towards print magazines, April 2014
                                                                                                                                            • Demand for free gifts and samples could slow the shift to digital
                                                                                                                                              • Desire to disconnect provides support for declining print market
                                                                                                                                                • Appetite for premium print and digital bundles appears low
                                                                                                                                                  • Just over a fifth of print readers subscribe
                                                                                                                                                  • Appendix – Market Size and Forecast

                                                                                                                                                      • Figure 56: Forecast volume of UK print magazines distributed, 2014-19
                                                                                                                                                  • Appendix – Brand Research – Women’s Magazines

                                                                                                                                                      • Figure 57: Brand usage, March 2014
                                                                                                                                                      • Figure 58: Brand commitment, March 2014
                                                                                                                                                      • Figure 59: Brand commitment, March 2014
                                                                                                                                                      • Figure 60: Brand diversity, March 2014
                                                                                                                                                      • Figure 61: Brand satisfaction, March 2014
                                                                                                                                                      • Figure 62: Brand recommendation, March 2014
                                                                                                                                                      • Figure 63: Brand attitude, March 2014
                                                                                                                                                      • Figure 64: Brand image – macro image, March 2014
                                                                                                                                                      • Figure 65: Brand image – micro image, March 2014
                                                                                                                                                  • Appendix – Brand Research – Men’s Magazines

                                                                                                                                                      • Figure 66: Brand usage, March 2014
                                                                                                                                                      • Figure 67: Brand commitment, March 2014
                                                                                                                                                      • Figure 68: Brand commitment, March 2014
                                                                                                                                                      • Figure 69: Brand diversity, March 2014
                                                                                                                                                      • Figure 70: Brand satisfaction, March 2014
                                                                                                                                                      • Figure 71: Brand recommendation, March 2014
                                                                                                                                                      • Figure 72: Brand attitude, March 2014
                                                                                                                                                      • Figure 73: Brand image – Macro image, March 2014
                                                                                                                                                      • Figure 74: Brand image – micro image, March 2014
                                                                                                                                                  • Appendix – The Consumer – Magazine Usage

                                                                                                                                                      • Figure 75: Magazine formats read, April 2014
                                                                                                                                                      • Figure 76: Any magazine usage, by demographics, April 2014
                                                                                                                                                      • Figure 77: Interest-specific magazine usage, by demographics, April 2014
                                                                                                                                                      • Figure 78: Women’s weekly magazine usage, by demographics, April 2014
                                                                                                                                                      • Figure 79: Women’s glossy/fashion/beauty monthly magazine usage, by demographics, April 2014
                                                                                                                                                      • Figure 80: Free magazine usage, by demographics, April 2014
                                                                                                                                                      • Figure 81: Celebrity magazine usage, by demographics, April 2014
                                                                                                                                                      • Figure 82: Women’s general-interest magazine usage, by demographics, April 2014
                                                                                                                                                      • Figure 83: News and current affairs magazine usage, by demographics, April 2014
                                                                                                                                                      • Figure 84: Men’s monthly lifestyle magazine usage, by demographics, April 2014
                                                                                                                                                      • Figure 85: Men’s weekly lifestyle magazine usage, by demographics, April 2014
                                                                                                                                                      • Figure 86: Other magazine usage, by demographics, April 2014
                                                                                                                                                  • Appendix – The Consumer – Digital Channels Used

                                                                                                                                                      • Figure 87: Digital channels used, April 2014
                                                                                                                                                      • Figure 88: Digital channels used, by demographics, April 2014
                                                                                                                                                      • Figure 89: Digital channels used, by demographics, April 2014
                                                                                                                                                  • Appendix – The Consumer – Technology Devices Used

                                                                                                                                                      • Figure 90: Technology device used, April 2014
                                                                                                                                                      • Figure 91: Technology device used, April 2014
                                                                                                                                                      • Figure 92: Technology device used, April 2014
                                                                                                                                                      • Figure 93: Technology device used, by demographics, April 2014
                                                                                                                                                      • Figure 94: Technology device used to read digital magazines, by demographics, April 2014
                                                                                                                                                      • Figure 95: Technology device used to read magazine websites, by demographics, April 2014
                                                                                                                                                      • Figure 96: Technology device used, by payment for digital magazines, April 2014
                                                                                                                                                      • Figure 97: Payment for digital magazines, by technology device used, April 2014
                                                                                                                                                      • Figure 98: Technology device used, by digital magazine usage, April 2014
                                                                                                                                                      • Figure 99: Technology device used, by digital magazine usage, April 2014 (continued)
                                                                                                                                                      • Figure 100: Technology device used, by magazine website usage, April 2014
                                                                                                                                                      • Figure 101: Technology device used, by magazine website usage, April 2014 (continued)
                                                                                                                                                  • Appendix – The Consumer – Digital Magazine Payments

                                                                                                                                                      • Figure 102: Payment for digital magazines, April 2014
                                                                                                                                                      • Figure 103: Payment for digital magazines, by demographics, April 2014
                                                                                                                                                      • Figure 104: Payment for digital magazines, by digital magazine usage, April 2014
                                                                                                                                                      • Figure 105: Payment for digital magazines, by digital magazine usage, April 2014 (continued)
                                                                                                                                                      • Figure 106: Payment for digital magazines, by digital channels used, April 2014
                                                                                                                                                  • Appendix – The Consumer – Attitudes towards Digital Payment Models

                                                                                                                                                      • Figure 107: Attitudes towards digital payment models, April 2014
                                                                                                                                                      • Figure 108: Attitudes towards digital payment models, by demographics, April 2014
                                                                                                                                                      • Figure 109: Attitudes towards digital payment models, by demographics, April 2014 (continued)
                                                                                                                                                      • Figure 110: Attitudes towards digital payment models, by payment for digital magazines, April 2014
                                                                                                                                                      • Figure 111: Attitudes towards digital payment models, by digital magazine usage, April 2014
                                                                                                                                                      • Figure 112: Attitudes towards digital payment models, by digital magazine usage, April 2014 (continued)
                                                                                                                                                      • Figure 113: Attitudes towards digital payment models, by magazine websites usage, April 2014
                                                                                                                                                      • Figure 114: Attitudes towards digital payment models, by magazine websites usage, April 2014 (continued)
                                                                                                                                                      • Figure 115: Attitudes towards digital payment models, by technology device used, April 2014
                                                                                                                                                  • Appendix – The Consumer – Attitudes towards Digital Magazines

                                                                                                                                                      • Figure 116: Attitudes towards digital magazines, April 2014
                                                                                                                                                      • Figure 117: Attitudes towards digital magazines, by demographics, April 2014
                                                                                                                                                      • Figure 118: Attitudes towards digital magazines, by demographics, April 2014 (continued)
                                                                                                                                                      • Figure 119: Attitudes towards digital magazines, by digital magazine usage, April 2014
                                                                                                                                                      • Figure 120: Attitudes towards digital magazines, by digital magazine usage, April 2014 (continued)
                                                                                                                                                      • Figure 121: Attitudes towards digital magazines, by magazine websites usage, April 2014
                                                                                                                                                      • Figure 122: Attitudes towards digital magazines, by magazine websites usage, April 2014 (continued)
                                                                                                                                                      • Figure 123: Attitudes towards digital magazines, by technology device used, April 2014
                                                                                                                                                  • Appendix – The Consumer – Attitudes towards Print Magazines

                                                                                                                                                      • Figure 124: Attitudes towards print magazines, April 2014
                                                                                                                                                      • Figure 125: Attitudes towards print magazines, by demographics, April 2014
                                                                                                                                                      • Figure 126: Attitudes towards print magazines, by demographics, April 2014 (continued)
                                                                                                                                                      • Figure 127: Attitudes towards print magazines, by print magazine usage, April 2014
                                                                                                                                                      • Figure 128: Attitudes towards print magazines, by print magazine usage, April 2014 (continued)

                                                                                                                                                  Companies Covered

                                                                                                                                                  • ACP-Natmag
                                                                                                                                                  • Advance Publications, Inc.
                                                                                                                                                  • Bauer Consumer Media
                                                                                                                                                  • British Broadcasting Corporation (BBC)
                                                                                                                                                  • Coast
                                                                                                                                                  • Condé Nast Publications Inc.
                                                                                                                                                  • Cosmopolitan
                                                                                                                                                  • Empire Magazine
                                                                                                                                                  • FHM Magazine
                                                                                                                                                  • Glamour
                                                                                                                                                  • Hearst Magazines
                                                                                                                                                  • IPC Media Ltd.
                                                                                                                                                  • Lagardère (USA)
                                                                                                                                                  • National Magazine Company Ltd
                                                                                                                                                  • Nielsen Media Research, Inc.
                                                                                                                                                  • NME
                                                                                                                                                  • Rodale
                                                                                                                                                  • Shortlist Media
                                                                                                                                                  • Steak Media Limited
                                                                                                                                                  • Time Inc.
                                                                                                                                                  • Time Warner Inc.

                                                                                                                                                  Magazines - UK - June 2014

                                                                                                                                                  US $2,648.76 (Excl.Tax)